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Marketing Analytics Mastery: From Strategy To Application
Last updated 5/2022
MP4 | Video: h264, 1280x720 | Audio: AAC, 44.1 KHz
Language: English | Size: 10.69 GB | Duration: 16h 51m

Master the fundamentals of marketing analytics and start measuring the impact of your marketing efforts like a PRO!


What you'll learn
How to choose meaningful metrics
How to measure the impact of your marketing efforts
How to test and optimize marketing activation
How to develop a data strategy
What are the different types of marketing measurement
How to choose the right tools
How to measure the ROI of your marketing efforts
How to create a visual map of a campaign plan for more effective measurement planning

Requirements
Some experience in digital marketing will be useful
Basic skills in Excel will also help, but not required

Description
Feeling overwhelmed with your marketing data? You're not alone! 83% of marketers say they struggle "to adapt to the volume of data" created by their marketing efforts, while 80% feel that there are "too many performance metrics" to keep track of. Today, it's essential for everyone to possess a foundation in data literacy. Whether you're an analyst, a brand manager, creative, or even a CMO, understanding how to collect, interpret and action your marketing data is quickly becoming the standard, rather than the exception.I designed this course based on more than 10 years of knowledge and experience working directly in the field of data analytics and market research. We'll cover everything from theory to application, to ensure you're equipped with the knowledge to make sense of your marketing data and make logical, data-driven decisions both quickly and consistently. With 17 hours of video across 50+ lectures and 40 downloadable resources, this course is packed with everything you need to learn in order to become an analytics PRO. Some of the things you'll learn include:Fundamental concepts in marketing and the measurement of marketingWhat are some of the most common measurement platforms, from web and app analytics to email marketing measurementHow to build an analytics strategy within your businessHow to map out a marketing campaign user journey for more effective measurementHow to select the right metrics based on your business objectiveHow to identify and set benchmarks for your metricsHow to optimize your marketing through data and experimental testingHow to measure returns on marketing investment
Overview
Section 1: Course Introduction
Lecture 1 About the Instructor
Lecture 2 What the Course Will Cover
Section 2: Marketing Analytics Strategy
Lecture 3 Why We Measure?
Lecture 4 The Importance of Measuring What Matters
Lecture 5 What is a Data Strategy?
Lecture 6 Tips to Improve Your Data Strategy
Lecture 7 Creating an Analytics Roadmap
Lecture 8 Campaign Journey Mapping for Better Measurement Planning
Lecture 9 Live Demo of Campaign Journey Mapping (MAP)
Lecture 10 Step by Step Guide for Creating a Campaign Journey MAP
Section 3: Types of Measurement
Lecture 11 How to Choose the Right Measurement Tools
Lecture 12 Intro to Web and App Analytics
Lecture 13 DEMO: How to Setup Web Analytics Tracking with Google Analytics
Lecture 14 DEMO: Google Analytics Basics (Universal Analytics)
Lecture 15 DEMO: Understanding Universal Analytics vs Google Analytics 4
Lecture 16 Intro to Online Advertising Analytics
Lecture 17 Intro to Social Media Monitoring
Lecture 18 DEMO: Social Media Monitoring with Sprout
Lecture 19 Intro Owned Social Analytics
Lecture 20 Measuring Content Performance on Facebook
Lecture 21 DEMO: Using a 3rd Party Tool for Owned Social Analytics
Lecture 22 Intro to Email Marketing Analytics
Lecture 23 Intro to CRM Analytics
Lecture 24 Intro to Online Surveys
Lecture 25 Measuring Campaign Effectiveness via Online Surveys
Lecture 26 Importance of Omni-Channel Measurement
Section 4: Metrics
Lecture 27 Understanding Metrics
Lecture 28 How to Choose the Right Metrics and KPIs
Lecture 29 ACTIVITY #1: Overview
Lecture 30 ACTIVITY #1: Answers
Lecture 31 ACTIVITY #1: Custom Metrics Breakdown
Lecture 32 Understanding Marketing Benchmarks
Lecture 33 The 20% Rule - When to Take Action on Your Data
Section 5: Engineering Data
Lecture 34 What is Data Engineering?
Lecture 35 ACTIVITY #2: Overview
Lecture 36 ACTIVITY #2: Answers
Lecture 37 ACTIVITY #2: Custom Metrics Breakdown
Lecture 38 Examples of Instrumentation
Lecture 39 Tracking Inbound Links with UTM Parameters
Section 6: Marketing Optimization
Lecture 40 Intro to Marketing Optimization
Lecture 41 Approaches to Optimization
Lecture 42 Optimization Through the Historical Analysis Apparoach
Lecture 43 CASE STUDY: Historical Analysis
Lecture 44 Optimization Through Experiments-Based Approach
Lecture 45 How to Run an A/B Test
Lecture 46 How to Calculate Sample Size for an A/B Test
Lecture 47 How to Calculate the Statistical Significance of an A/B Test
Section 7: Reporting & Analysis
Lecture 48 Reporting Framework to Guide How You Share Data
Lecture 49 When do you Need an Automated Dashboard?
Lecture 50 How to Create an Automated Dashboard in Google Data Studio
Lecture 51 Thinking Beyond Traditional Dashboards
Lecture 52 Learning the Basics of Data Analysis
Section 8: Measuring ROI
Lecture 53 Understanding ROI
Lecture 54 CASE STUDY: When marketing returns go beyond financial ROI
Lecture 55 ACTIVITY #3: Overview
Lecture 56 ACTIVITY #3: Answers
Section 9: Course Wrap-up
Lecture 57 Course Recap & Key Takeaways
Entrepreneurs,Marketing executives or managers,Brand executives or managers,Product owners,PR and communications professionals,Students planning to enter the marketing or data analytics field,Anyone involved in marketing or communications!




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